Covers Sell

Covers Sell

Canada and Smaller Magazines to the Rescue

Posted by Scott On January - 30 - 2011

Recently released MAGNET data confirms that newsstand sales in Canada (measured in dollars) continue to outperform the results from the United States.  Revenue is down 5.7% from 2009 in the U.S., while here in Canada revenue is down just 4%.

It may seem a bit depressing to some that the Top 50 best-selling magazines account for a staggering 46% of the total marketshare (combination of checkout dominance, frequency, and powerful brands that consumers embrace). However, the big guys are the ones who have experienced the steepest losses since 2009.

It is  encouraging to see that sales of the smaller magazines (with passionate readers in various niches) have helped distributors, wholesalers and retailers offset those declines in a significant way.  Talk about reader engagement.  Looks like the mainline is becoming more important than ever before.

TITLE SALES BY GROUP

Source: Wholesale OR Q1 - Q3 2010 With nearly 7,000 titles in the distribution channel, it is interesting to note that the top 50 magazine titles represent nearly 45% of the total retail sales. Many of the titles in this group are displayed at the checkout and several of them are higher frequency titles, thus driving the total sales volume.

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Scott Bullock’s Newsstand Cover Quiz Show is legendary in the industry. Using covers as the catalyst, this interactive and entertaining format is a light-hearted but hard-hitting spin on Packaging 101. Testing the cover savvy of magazine professionals across disciplines, the Quiz Show pits publishers against editors, circulators against art directors, retailers against wholesalers -- ultimately leading to new common ground in the quest for better covers. Scott is the Owner of Circ3, Smart Circulation Solutions, a circulation consultancy. www.circ3.com

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